The digitalisation of sales and marketing remains a major step for small and medium-sized enterprises even today.
A perceived lack of resources and concerns about potentially embarking on a project that could quickly become too much to handle are deterring many marketing and sales managers from adopting digital tools and strategies. In other cases, it is simply the lack of a strategic master plan.
Digitisation – but how? And where do you start?
One thing is clear: even small and medium-sized enterprises can no longer afford to ignore digitalisation. And the opportunities that digital technology and business intelligence offer SMEs are immense.
If companies digitise their marketing and sales processes in a targeted manner, automate processes relating to prospects and customers, and harness the intelligence and efficiency of digital systems for their lead management, they can increase their market presence and reach, boost turnover, and secure or even expand their market share.
Aller Anfang ist… Die klare Strategie
Einen Fehler, den einige Unternehmen im Zuge der Digitalisierung begehen, ist, dass sie zahlreiche Maßnahmen planlos anstoßen – was oftmals jedoch nicht zum gewünschten Erfolg führt. Eine erfolgreiche Digitalisierung in Marketing und Vertrieb gelingt beginnt mit klaren Zielen und einer klaren Strategie.
How digitalisation can work
…as illustrated by our case study of a B2B service provider: this wholesaler of professional fully-automatic coffee machines for offices and commercial premises is firmly established in the market. Business in espresso, latte and the like is booming.
The company aims to gain further market share – growth and further expansion are its strategic objectives. However, the market is also fiercely competitive. It is becoming increasingly difficult for the company to attract new customers. The managing director says: “The market is growing, but at the same time there is also massive cut-throat competition. For us, growth and expansion mean we need more new customer business and better sales performance with existing customers.”
Read our example from the world of sales now:
- How to attract the attention of new target audiences with high-quality content
- Generate new and, at the same time, better-qualified leads through algorithm-driven communication
- How you can even measure your leads’ willingness to buy
- Increase sales figures through algorithm-driven cross-selling and upselling
- Relieve sales and marketing teams of routine tasks through automated processes